Google AdWords is Google’s advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google’s search results. Since advertisers have to pay for these clicks, this is how Google makes money from search. It is an online advertising tool that allows you to advertise in Google Search Results
Google Adwords adverts are displayed at the top and right-hand side of search results. Google Adwords works on a ‘pay per click’ advertising model, which means that each time a visitor to Google Search is shown your advert and clicks on it, you pay Google an amount of money.
The amount that you pay for each click varies wildly depending on the keyword you are advertising under, from as little as 5p per click to as much as £50. It all depends on how many other people are advertising under the keyword you want to, and how much they are willing to pay per click. The following factors to be considered for getting started with Google AdWords:
1. Research keywords
Take time to research your keywords before jumping in. You will need to understand the competition for each keyword and evaluate if it is worth bidding higher on keywords which are driving conversions for your business. You can look for new keywords by using the Keyword Planner tool and analyze the performance of certain keywords by using Google Trends. You will need to test, test and test again.
2. Understand match types and use accordingly
There are five different match types: Broad, Broad match modifier, Phrase, Exact and Negative. What match type should you use and when? The more specific you are, the less chance you have of appearing for irrelevant searches. Once you have tested your keywords for a few weeks you will understand which keywords are driving conversions. We would advise adding those keywords as exact match and increasing your bid so that you increase the chance of appearing on the most qualified terms for you.
3. Create specific ad groups
Create ad groups which make sense. You ideally want to advertise every product on your site. Begin with the best sellers and work your way through all of your products. Your ad text should match the keywords and your headline and description line should reflect this. We used Google Trends to highlight how this useful tool can help you to compile your keyword list.
4. Tracking
You need to know where your time and effort should be spent as well as understanding what keywords and ad text is driving traffic to your site. A conversion to your business could be a sale, a download or sign up for a service you provide. You can track when someone completes a conversion, right from the very first click to the last click using Google Conversion Tracking . Understanding this will allow you to create more targeted and specific ad groups.
5. Ad Extensions
Google reports that click-through rates may increase up to 30 percent by using ad extensions. Ad extensions are a type of ad format that show extra information about your business. There are multiple different types of extensions which include: App extensions, Call Extensions, Location extensions, Previous visit annotations, review extensions, Sitelink extensions and Social annotations. Location extensions will allow people to immediately know where you are located when looking at your ad and call extensions mean they can call you instantly. The click will be tracked so you can see how effective the results are.
